What do you need from me to start?

Your live URL, the one differentiator that matters, your voice in a few words, and anything to avoid. We pull colors, fonts, and product UI from the URL, so you don't assemble a brand kit.

Where does walkthrough footage come from?

From a short screen recording you send against our shot list. The base video rebuilds your key UI in motion and needs nothing extra; a full product walkthrough is a paid add-on.

—Process

How to brief an explainer video

4 min read · Updated June 17, 2026

A good brief is short. It gives us the message and the guardrails, and it lets the URL do the rest. Here's exactly what to send, and what to leave out.

The four things we actually need

Your live URL. We pull your colors, fonts, copy, and product UI straight from it, so you don't assemble a brand kit.
The one differentiator that matters. Not your feature list. The single reason a buyer picks you. If you're not sure, that's a sign the video should help you decide, and we'll flag it.
Your voice. A few words: confident, plain, dry, warm. Or a link to copy that sounds right.
Anything to avoid. Words, claims, or visual styles that are off-limits. Competitor names you don't want near you. A house rule about jargon.

That's the base brief. Everything else is optional.

Why the URL does so much

Most of a brand brief is already public on your site. Pulling from the live URL means we get the real product, not a stale style guide, and it keeps the effort on your side to minutes. It's the same idea behind the whole conversion-first method: start from what's already there.

If you want a real walkthrough

The base video rebuilds your key UI moment in motion, which needs nothing extra from you. A full walkthrough of you clicking through the live product is different: it needs a screen recording. If you want that, we send a sixty-second shot list ("open the dashboard, click X, show the result"), you record one raw clip on Loom or your screen recorder, and we do all the zoom and timing work. It's an add-on because the recording is a dependency we can't control. The format trade-offs are in explainer vs demo vs walkthrough.

What not to over-specify

Resist scripting it yourself or storyboarding every frame. The reason to hire a conversion-first shop is the message and pacing decisions, and a locked storyboard takes those off the table. Give us the differentiator and the guardrails, approve the script, and let the structure work.

The short template

URL: [your site]
One line on what it does: [...]
The one reason buyers pick us: [...]
Voice: [three words]
Avoid: [words, claims, styles]
Format: 16:9, 9:16, or both

Paste that into the start form and you're most of the way there.